How Effective is Direct Mail in 2025?

[jscole86]

70 million people are signed up for USPS Informed Delivery, where they receive a daily email with images of their incoming mail.

Something I have and never considered at all - Great Call!

 

[NobleKnight]

What if you had a list of households who visited your site? This would let you do precision direct mail, which we’re finding gets 50x+ the return just general zip code spray and pray does.

 

[BillVaughnAlWestNissan]

Will share some data once we have available!

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I think the rebirth of the QR code makes a simple post card a play again. I will be interested to see the results.

 

[BillVaughnAlWestNissan]

One other thing to keep in mind: 70 million people are signed up for USPS Informed Delivery, where they receive a daily email with images of their incoming mail.

Those emails have a 59% open rate and generate 3.7 billion monthly impressions - so that's one additional (and often overlooked) "digital" touchpoint that comes with direct mail.

And then to further optimize direct mail costs, you can use an AI scoring model to predict which customers are most likely to buy - allowing you to exclude low-probability recipients.

This is smart.

 

[playersclubcars]

One other thing to keep in mind: 70 million people are signed up for USPS Informed Delivery, where they receive a daily email with images of their incoming mail.

Those emails have a 59% open rate and generate 3.7 billion monthly impressions - so that's one additional (and often overlooked) "digital" touchpoint that comes with direct mail.

And then to further optimize direct mail costs, you can use an AI scoring model to predict which customers are most likely to buy - allowing you to exclude low-probability recipients.

That's a strong open rate and it reaches potential customers right in your market. Also, it seems that Facebook ads is throttling views in hopes that your advertising budget spending would increase. Only then will your ads start showing to a larger audience, like it initially was with a smaller budget. USPS isn't throttling mail.

 

[Rick Buffkin]

Thanks @Ryan Everson for sharing the info about Informed Delivery. I did some more digging into it and found where businesses can run Digital Campaigns through it. Its pretty interesting.

Informed Delivery® for Business Mailers | USPS

Add a new digital channel to your direct mail marketing campaigns with Informed Delivery for Business Mailers. Informed Delivery emails have high open rates (over 60% daily average). Digital promotions add enhanced scanned images of mailpieces your customers are already receiving, tying hardcopy...

www.usps.com

https://www.usps.com/business/pdf/informed-delivery-campaign-image-requirements.pdf